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Keywords: Facebook brand communities
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2021) 38 (4): 353–363.
Published: 09 April 2021
...Danita van Heerden; Melanie Wiese Purpose The purpose of this paper is to explore consumers’ motivations for engaging in Facebook brand communities, and what outcomes brands can gain from online engagement. Design/methodology/approach An online consumer panel was used to collect data through...
